The whole and "super"? foods movement is building, and it may be just the paradigm shift needed to give direction to the burgeoning functional food market. Today, a new wave of consumers wants to supplement their diets with super foods that are rich in nutritional components such as beneficial phytochemicals, fiber, and antioxidants. According to Jay Levy of Wakunaga of America Co., Ltd., Mission Viejo, Calif. (makers of Kyolic and Kyo-Green), these foods are booming.
"Full-spectrum" foods possess their inherent range of nutrients. They are offered to consumers packaged in a convenient form and may be either a food or supplement. They consist of basic vegetables and fruits that are known to contain solidly-researched phytochemicals, as well as other green foods.